I don’t know whether you’ve carried out a Google search recently, but if you have, you’ll have noticed that the search engine is increasingly incorporating video results into its search listings. If you’re wondering why, then the reason is staring straight back at you. Anyone using the internet to market a product or a service has to use the most appealing and up-to-date methods available to secure their best possible search ranking. As it stands at the moment, video is the new thing: in fashion parlance, I suppose you’d say it was the new black. You might still hold on to old school values and believe that text marketing is the one and only way to secure conversions, but experts and the YouTube generation would profoundly disagree with you. Video is now one of the best and most impressive ways for any internet marketer to get information about their products out into the public domain. The question is why?
The fundamental reason is that video is a more personal and intimate medium. By using video marketing you’ll find it easier to get across a message. It might be a mass medium that is meant to appeal to all, but the nature of film means that it appears to have been made just for the person viewing it. There are so many internet marketers flooding the web with advertisements that it often takes a video offering to make your product stand out from the crowd.
The other benefit of video is that there’s a supposition that goes hand in hand with it that it’s genuine and authentic. Users believe, whether mistakenly or not, that if an internet marketer goes to the trouble of making a video, then it proves they are the real deal, and not some dodgy dealer or scammer. It might not necessarily be a logical conclusion to draw, but it’s been proven. The problem is that so many people have had their fingers burned by online scams and shenanigans, that it’s difficult to earn people’s trust. Video can do this: it can be seen to build a bond of trust and also communicate a message and engage the viewer.
Speaking of interaction, can you think of a better medium than video to provide pivotal information about your product? Words are fine and have their place, but if you want to show a potential customer what your product does, how it performs, and some of the things it’s capable of, then nothing beats a video. Good videos will send out the right message and turn what is a potential customer into a converted lead. However, you’ll have to be completely honest and upfront when you make your video though, because if you make any sort of rash promise or claim that can’t be factually verified, your viewers will see this.
How long should the ideal video be? Well, how long’s a piece of string? It depends on the product or service you’re trying to sell, and whether it needs a long and complicated explanation. If you’re selling a potato peeler, then keep the video brief. It might be constructed out of space age materials and approach the task of peeling those spuds from a completely new and novel angle, but at the end of the day it’s still a potato peeler, and we all know what they do. If, on the other hand, you’ve created a product like a vacuum cleaner that turns Dyson’s cyclone technology upside down and back to front, then you may need to go into a little more detail to explain exactly what you’ve created. By and large though try to keep the video to a maximum of 3 minutes or so. You don’t want to bore your audience.
The trick to marketing any product online is to speak to and interact directly with your customers. They need to feel that you are speaking to them, and they need to feel that you understand their feelings. If you can demonstrate this through video means, and also show them how your product can either change or enhance their lives, then you’re on to a winner.